Exam 5: Analyzing the Marketing Environment

In the immediate environment, the competition has no effect on consumers.

Which of the following groups has never lived without easy access to the Internet and other digital technologies?

Identify which social trend best describes a group of people who are constantly working and would benefit from a valet service that picks up their dry cleaning, goes to the supermarket, and feeds their dog.

Tweens are part of which generational cohort?

Marketers selling to the __________ generational cohort need to recognize that these consumers are not too interested in shopping, are more cynical than their parents, and are less likely to believe advertising claims than the generation(s) before them.

Which generation is also known as Millennials?

One of the social trends discussed in the text that is shaping consumer values in the U.S. and around the world is a concern about the vast disparity in income.

The difference between a firm's immediate marketing environment and its macroenvironment is that the macroenvironment is

Generational cohorts are groups of people of the same generation who have similar __________ because they have shared experiences and are in the same stage of life.

Why should we, in the U.S, be concerned with the economic problems in European countries like Greece and Spain?

As director of a small art gallery, one of Frederica's major concerns is the preferences of the people who buy her artists' work. Frederica recognizes that the center of her marketing efforts is

According to the text, fourteen cable companies agreed to provide low-cost Internet access to impoverished families for all of the following reasons EXCEPT

Demographic profiles of customers provide an easily understood snapshot of the typical consumer in target markets.

Applying age as a basis to identify customers is unethical because it involves stereotyping.

Those who graduate from college tend to earn an annual salary that averages about _______ more than a high school graduate averages.

Identify three tactics that a mid-priced motel chain might employ to take advantage of the social trends discussed in the text, in hopes of increasing its business. For each tactic, identify the social trend it is based on.

Though Asian Americans comprise only 6 percent of the U.S. population, they represent

Kimberly-Clark recently introduced rolls of toilet paper without the cardboard core. What social trend does this product respond to?

The members of Generation X are also referred to as Digital Natives.

Jeanne, who lives in Boston, refers to Pepsi as tonic, while Paul, who lives in Chicago, calls it pop. This is an example of a regional culture difference.